PENGARUH BRAND IMAGE DAN BRAND LOVE TERHADAP REPURCHASE INTENTION DENGAN ELECTRONIC WORD OF MOUTH SEBAGAI MODERATING: STUDI KONSUMEN BERAS BRAND ROSITA DI SWALAYAN SUPER TOP PARE

This study aims to investigate the impact of brand image, brand love, and electronic word of mouth (e-WOM) on the repurchase intention of Rosita brand rice at Super TOP Pare Supermarket. Furthermore, this research analyzes the moderating role of e-WOM on the relationship between brand image, brand love, and repurchase intention. The research involved 250 respondents who are customers of Super TOP Pare, with data collected via questionnaires. The findings indicate that brand image, brand love, and e-WOM individually have a positive and significant effect on repurchase intention. However, the study reveals that e-WOM does not significantly moderate the influence of brand image on repurchase intention. Similarly, e-WOM fails to show a significant moderating effect on the relationship between brand love and repurchase intention. Although e-WOM contributes positively as an independent variable, its role as a moderator is not strong enough to alter the primary relationships in this context.